Lucy Thorpe Writing For Business

Have you ever wondered what is holding you back? When you first had the idea for your business it felt so right, like this was the one. Now you have some lovely stationery and a pile of business cards but for some reason the customers aren't flooding in.

I think sometimes we sabotage ourselves; we hold ourselves back. It is usually for a reason and this is often because there is something, somewhere that is not quite right.

Why are you finding it hard to shout about your business? Is there something about the product or service that you offer that doesn't ring true or are you worried about your ability to deliver on one or more aspect of it?

 One solution is to get friends or friends of friends to act as dummy customers. Make your offer to them, monitor the way you feel about what you are saying and get their feedback. Networking events are great for this. You will be forced to hone your message as you talk to more people and see how they react.

If something you say feels false, ditch it or work on it until you are comfortable, otherwise your body language will give you away. We blink rapidly when we are trying to hide our discomfort and start to look away.

If you offer a portfolio of services, would stripping it back to just one make you feel more focussed and confident? While you are networking, perhaps there is one thing you say or offer that always makes people sit up and listen?

I think that once you know you have something unbeatable to offer, you won't be able to help yourself shouting about it. Your pitch will be clear and you will sell with enthusiasm. But you will only sell when you are ready.

Get articles like this custom written for you by dropping an e-mail to Lucy.Thorpe@btconnect.com Lucy Thorpe is a journalist, blog coach and social media advisor. She learned the art of communication at the BBC in London where she worked for 15 years. Read her blog at www.Lucythorpe.wordpress.com or touch base via Twitter @Lucythorpe

This headline from   www.thenextweb.com really grabbed my attention because it suggests something I have long suspected; businesses are missing out on the low cost benefits of social media.  

The figures which come from a survey carried out by   www.dotcommerce.co.uk  suggest that fewer than half of the companies surveyed are actively employing any kind of social media strategy, whether that's Twitter, Facebook  or simply updating a company blog.

Many of those who have made a start are failing to use social media consistently.

There's obviously a problem here. Is it that you think it's difficult? Because it really isn't! Or is that once you've set up the necessary pages and accounts you don't know what to do with them? Because it is you isn't it?

As the thenextweb article says, the opportunity is there to build communities around your product or services. Getting stuck into social media can bring you new clients and deepen the relationship you have with existing customers. It is all about sharing information, talking, blogging, chatting, things that women are brilliant at.

I think you can do it. But if you want someone to hold your hand while you get started or help you write blog posts and articles call me or drop me an e-mail or tweet!  Lucy.Thorpe@btconnect.com @LucyThorpe  07808 720296      

When your marketing consultant said you needed a blog you knew it made sense. Now you're struggling to find the time or the enthusiasm to post. When a blog becomes a drag you are in trouble. You need to learn how to blog the passionate way!

 1.      Enthusiasm is key. When you find a topic that you are really enthused by, the words will fly off the page and posting will become a pleasure.

2.      Passion is infectious. Your readers will sense your engagement with your topic and will be more likely to leave a comment.

3.       Strongly held views encourage people to engage back. If you are controversial then comment turns into discussion. Some contentious posts attract comments for months.   

4.      If your niche is failing to inspire you right now, blog about something that does. Your passion will prevail, but don't overuse this one.

5.      What was so compelling that you had to tell your business partner/wife about it as soon as you got through the door? Could you blog about that? 

6.      When you are talking to people at parties or networking events, listen out for the moment when you go "Really? That is so interesting!" Other people are a great source of stories, information and examples. Think like a writer, you can use this.

7.      Interview someone in your niche you think is really cool. E-mail the questions and construct the blog from their Answers. Remember to tell your readers why you think this person is so great.

8.      Do your readers/customers have any questions they want to ask? You can still have a FAQ section elsewhere on your site. Use these posts to really go into depth and allow your expertise and enthusiasm for the subject to shine through.

9.      Read a lot and use the material to inspire you. It could be a novel or a book of business theory but if it grabbed you it could grab your readers too.

10.   If you really don't want to do it don't. Hire a writer or get the most enthusiastic literate person in your team to do it instead. If you have a gun to your head your readers will know.

If Number 10 is you, then call this number 07808 720296 hire me and I will help. All the best, Lucy Thorpe

It's inspiring watching friends seize the day and start up their own business. But it also creates a huge number of tasks and there are many new skills to learn. I was wondering how I could best help and since copywriting is one of the skills in my tool box I decided to pull together a simple guide to getting started. You might find it useful too.

Your vision for the business

It sounds lovely in your head but you've got to get it down on paper at some point. Even if it is just a series of words or phrases to start off with, find the words that sum you up. You have now taken the first step towards building text for your promotional material and advertising. Try a mood board and add words. Do you have a name yet? Try using words from your board in various combinations.

Focus on your unique selling proposition.

Which of these phrases or slogans sums you up? Is there a group of words that really encapsulates what you do? If you are a cleaning company maybe you want to stress 'We save you time.'  John Lewis uses the tag line 'Never knowingly undersold.' It works as a slogan but also tells us something about what they stand for.

Mind your language.

When you start crafting a basic advert or promotional flyer keep your language simple, direct and flowing. Read it out loud. Would an 8 year old understand it? That is the level of attention we give to this kind of thing in our busy lives. Check you grammar and spellings and then check them again. Get someone to proof-read for you. It would amaze you how many intelligent women become blind to the mistakes in their own prose.

Call to action. 

Have you included a call to action?

What do you want people to do once they have read your leaflet? Do you want them to pick up the phone, visit a website or enter a competition? Tell them what you want them to do and then make it really easy for them to do it. Give them all the information they need. Once they hit your website you can wow them with all kinds of extra information and added value. All beautifully written of course!

Want to hear more ? Hire me for your writing project. Call Lucy Thorpe on 07808 720296